Fast-food giants and supermarkets are rolling out a range of AI tools that could affect the prices shoppers pay, but experts warn the spread of data-driven tools could make personalized pricing easier to deploy. Just this week, a federal antitrust lawsuit filed against McDonald's alleged the fast food giant uses an AI-powered "pricing engine" to set menu prices across U.S. locations and overcharge customers for Big Macs and fries. McDonald's has denied that it's using AI to determine what individual customers are willing to pay and said it provides its franchisees with "tools, resources, research and recommendations to help them make informed decisions." Even so, food businesses globally are increasingly digitizing operations with AI.
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